Mobile advertisers must get better at understanding their customers or risk repeating the mistakes made in traditional display advertising, according to panelists at Neo@Ogilvy’s client event, Mobile Day, which took place yesterday in New York City. “The challenge for many brands is that the user experience breaks down when consumers go from one device to […]
Google’s launch Tuesday of Data-Driven Attribution for Google Analytics Premium users left some questions on the table, including how pertinent offline data would be to the product, where “earned” media fits into the mix and what implications there are for “non-Google” marketers and the entire attribution ecosystem. Forrester Research, which released a Forrester Wave Report […]
With its new partnership with a number of TV media sellers, announced yesterday, Interpublic Group has begun to make good on its pledge earlier this year to “automate” 50% of media. The use of “automation” here is perhaps a bit misleading however, since what IPG is really trying to solve is a workflow problem – […]
Given the recent IPO and M&A frenzy, it should come as no surprise that some ad-tech players saw strong revenue growth in 2012, as reported today in the Inc. 500/5000 list. But even keen observers might be impressed by the surges at some data-management providers, in particular DataXu (ranked No. 5 among the entire list with […]
Marketers are looking for better methods to assign value across the entire customer journey and Google appears to be answering the call. Today, building on its Multichannel Funnels and Attribution Model Comparison tools for Google Analytics, Google has rolled out Data-Driven Attribution globally for Google Analytics Premium customers. Bill Kee, product manager for attribution at […]
The guys who came up with Interpublic Group’s display ad-trading strategy have embarked together on a joint consulting venture. Their new company, Unbound, will serve as a systems integrator to brands and publishers as they make decisions about programmatic ad technologies. “We saw a pretty big gap in the marketplace. There’s no real technology-and-service systems […]
Interpublic Group is making good on recent pledge to automate 50% of its cross-channel buying activity by 2016. The holding company’s Mediabrands division has signed up a group of broadcast partners to install an automated media buying system that will span TV, radio, and digital out-of-home ads. The list of the IPG Mediabrands’ initial partners […]
Fees remain the most common way for marketers to compensate advertising agencies, according to the 2013 Trends in Agency Compensation survey released by the Association of National Advertisers (ANA). Out of 98 client-side marketers, 81% indicated that they continue to use some type of fee compensation for various agency types and services. Labor-based fees, which […]
Media agencies have more influence than ever, thanks to the runaway train of audience fragmentation and the infrastructure/manpower needed to address it. This trend is nicely articulated by Publicis Groupe’s acquisition of digital agency Engauge Marketing – not because Engauge is a digital media agency (it’s not) but rather because it’s a creative and content-centric […]
With 12 years experience in digital, Jeff Burkett has seen his share of sell-side ad tech at The Washington Post. His latest role, senior director of sales operations, is perhaps a sign of the times for the publishing world in general, as Burkett is now building his reach to the print side of “ops” while […]
It all comes down to who owns the digital identity and the addressability that follows. Late this spring when Amazon launched the Login with Amazon service, it gave access to 200 million-plus active Amazon users to app developers and site owners. “Login with Amazon is the latest offering in an array of services that make […]
Links may be the workhorses of a publisher’s marketing strategy, but to Pete Sheinbaum, former CEO of the online newsletter Daily Candy, they represent a multitude of opportunities. After the publisher was acquired by Comcast in 2008, Sheinbaum founded LinkSmart, which offers tools to help publishers manage and monetize their links. AdExchanger sat down with […]
A new Google patent for a wearable “gaze tracking” technology (US patent #8,510,166) has fantastical implications for how advertising could evolve in a world full of head-mounted interfaces such as, oh, Google Glass. The possibilities include far-out concepts such as billboard viewability reporting and “pay-per-gaze” billing for ads. In its patent claim, Google describes a […]
PopSugar, the online media platform blending everything from celebrity content covering Prince Williams’ new baby to a hand-selected beauty and fashion subscription service, is in the process of creating a full-scale digital outfit to bring content and commerce to a new level. Colette Dill-Lerner, who recently joined PopSugar as EVP of Performance Marketing, spent close […]
Somehwhere there may be a business school class enjoying this. It’s a pretty simple construct – when commoditization occurs, the increased competition leads to eroding margins for an entire swath of companies. And then the games begin. Business case in point is today’s nexus of media and ad tech businesses – whether it’s Omnicom-Publicis, Tremor […]
“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Jay Seideman, US director of the targeting and exchange team at Microsoft. At the end of every year, publishers enjoy many wild debates about budgeting, forecasting and sales compensation. […]
Millennial Media’s acquisition of competitor Jumptap has shed new light on the mobile arena. Despite being the country’s second-largest provider of mobile display advertising, behind Google, Millennial has struggled to recapture the momentum it enjoyed when it went public last year. The $193 million acquisition will inject new vitality into the Baltimore-based company, claimed Millennial CEO […]
Video ad delivery management service Extreme Reach’s $525 million purchase for competitor DG’s TV ad business unit is only the beginning of what is shaping up to be a shopping spree, according to its CEO John Roland. Extreme Reach has three basic product lines that Roland wants to develop very quickly, perhaps by the end […]
The $525 million sale of digital ad management provider DG’s TV ad distribution business to rival Extreme Reach is not just about freeing the Irvine, TX-based company from heavy debt incurred by acquisitions designed to build its online capabilities. It’s also about taking better advantage of TV-digital convergence by staking out a position solely on […]
So much for convergence strategy #1. A move that was long-rumored, publicly came to fruition at 9p. ET last night as DG (formerly known as DG Fastchannel or Digital Generation Systems) announced via a press release that it had sold its TV ads distribution business to its arch-competitor, Extreme Reach, for $485 million. DG CEO […]
Sprint Nextel has seen mobile visits as a ratio of overall traffic spike dramatically in recent months. And it has responded by throwing marketing investment at mobile touch points – including paid media and mobile-in-retail experiences. “The embrace of mobile in commerce, in shopping, in everything we’re doing across marketing has been a huge shift,” […]
“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Kolin Kleveno, director of performance display at 360i. With Facebook Exchange expanding its canvas to the desktop News Feed, marketers face a new set of challenges. Unlike traditional publisher […]
Adap.tv was not the only video company to have a good day yesterday. On the same day that AOL snapped up video-ad marketplace Adap.tv for $405 million, digital ad management provider DG saw its stock shoot up 25% to $10.31 at yesterday’s closing bell. Although DG rescheduled its earnings call from Wednesday afternoon to Thursday, […]
“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Ramsey McGrory, CEO at AddThis. The media industry was left stunned with this week’s news that The Washington Post and its 135-year-old legacy is now under the watchful eye […]
AOL is not taking its foot off the programmatic gas pedal, and agencies are impressed. The $405-million acquisition of video ad platform Adap.tv sheds new light on other recent developments, including the hire of Razorfish’s global CEO Bob Lord to lead AOL Networks and a planned “programmatic upfront” event in September. Their obvious conclusion: AOL’s […]
AOL has agreed to buy video-ad company Adap.tv in a deal that will add another arrow to the programmatic quiver, with products facing both the buy and sell side. Adap.tv is one of a handful of mature companies, alongside YuMe, Tremor Video and TubeMogul, that are seizing the digital video opportunity. Its revenue growth has […]
If there was any doubt of Twitter’s impact on TV ratings and viral viewership, new findings from Nielsen may help dispel it. Nielsen, which recently ran time series analysis of 221 broadcast prime-time episodes through Nielsen SocialGuide, found that Live TV ratings played a statistically significant role in related tweets for 48% of the episodes. […]
Here’s a far out option for Publicis and Omnicom as they attempt to fit their trading desk units together: Allow the smaller of the two, Omnicom’s Accuen, to continue as a standalone unit to manage clients that are competitive with Publicis’s Vivaki AOD. It would be the programmatic equivalent of a “conflict shop.” Last week, […]
Walls between channel-specific and traditional retail marketing roles are beginning to crumble, according to new data outlined in Forrester Research’s “Commerce Technology And Platform Investment Trends – 2013” report. With online retail spend in the US forecasted to grow 9.9% between 2012 and 2017 and digital channels (online, mobile and tablet) estimated to account for 10% […]
With unwavering digital-only focus, Anthony Hitchings, head of advertising technology and digital operations at FT.com, has had a front-row seat to the promises and pitfalls of programmatic media from within a large newspaper publisher’s online unit. “I see the programmatic space as providing a great opportunity for us. But there are ‘teething troubles,’ if you […]
